Marketers rethink in-store retail media

The report, In-Store Retail Media's Full-Funnel Opportunity, surveyed 100 retail media buyers and decision-makers with active in-store retail media investments.

In-store retail media is increasingly being treated as a full-funnel marketing channel, but marketers are still adapting their planning, measurement and organizational approaches, according to research from the Interactive Advertising Bureau (IAB) and Grocery TV.

The report examines how marketers use the channel, where they see value and the factors that could encourage greater investment.

Marketers expand view of in-store retail media

More than 90 percent of respondents rated awareness or reach, consideration, sales lift, and repeat purchase or loyalty as important or essential metrics for evaluating media investments.

The research also found that in-store media is increasingly being considered by teams beyond shopper marketing. Organizations with dedicated retail media and national media or brand teams were more likely to report fully leveraging the channel, while those where shopper or trade marketing teams own the channel were more likely to report underutilization.

Collin Colburn, VP, Commerce & Retail Media, IAB: "In-store media is becoming an increasingly important part of retail media's evolution," said Collin Colburn, VP, Commerce & Retail Media, IAB. "For marketers, the question now is how to integrate in-store into their media strategy in a way that makes sense for their objectives, teams and investment priorities."

Scale and measurement shape investment decisions

Scale is also a key consideration for marketers evaluating in-store digital media. Fifty-nine percent of respondents ranked inventory and scale among their top three investment factors, ahead of measurement opportunities and cost or CPM.

At the same time, 43 percent of respondents said their organizations are underutilizing their in-store retail media investments, indicating potential for marketers to expand their use of the channel.

Activation and measurement remain key barriers

The research identifies activation complexity and measurement limitations as the leading barriers to greater investment, with each cited by 27 percent of respondents. A lack of creative resources followed at 23 percent.

Proof of performance and stronger KPI alignment across teams were the factors respondents cited most often as reasons they would be more likely to invest in in-store media.

Marlow Nickell, co-founder & CEO, Grocery TV: "In-store has traditionally lived within shopper marketing, but our research shows that marketers are beginning to see a bigger role for the channel," said Marlow Nickell, co-founder & CEO, Grocery TV. "National media, brand and retail media teams bring different objectives, budgets and measurement approaches to the conversation. Bringing those perspectives together can help marketers incorporate in-store more deliberately into the media plan."

The research was powered by IAB's Insights Engine. With 43 percent of respondents reporting that their organizations underutilize in-store retail media, the findings point to scale, measurement and cross-team alignment as areas marketers are examining as they consider greater investment in the channel.

The full report can be accessed here

www.grocerytv.com

www.iab.com

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